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From New Listings to Referrals: The Marketing Secret that Helps this Realtor Win Every Time
If you're like most Realtors, you probably already have a plan in place for marketing your listings. But how well are you able to communicate that marketing plan to potential seller clients--especially if that plan includes digital strategies that may be confusing to homeowners? Randy Durham has it all figured out. A practicing Realtor since 1994, Chattanooga-based Durham uses realtor.com Local Expert to market both specific listings and his brand. The tool employs ad retargeting technology to display his listing and branding ads to real estate consumers as they browse around the web. But how does he explain that to sellers during his listing presentations to help them understand how it will benefit the sale of their home? We sat down with Durham to find out. Read on to learn how he talks about Local Expert in his listing presentations, and how the program also helps connect him to buyers and past clients. How persistent is your brand on national websites? When consumers search a particular city or zip code on realtor.com®, I'm always there and present with either a listing or information about me. Even if they go from page to page, I'm still there with them so I stay top of mind. I've been pre-introduced. Someone buying a home will be familiar with you before they make contact. Does this help you with home sellers? When I'm on a listing presentation, I'm able to show that they're going to be in at least 50% of the searches for a buyer in their area looking for a home. That home will follow that person around as they're looking within the specific area where that seller is. So I'm showing the seller that they're going to get exposure continuously. How do you let prospective sellers know you have this advantage? You can use this in neighborhood campaigns or in specific targeting listing promotions as far as trying to solicit for listings. This is particularly effective with expired listings. You're showing them you have a way that other agents typically would not have to get additional exposure for their home. It's very powerful for expireds because they've already been-there-done-that—but now many are looking for new things that can happen to actually get their property sold. What are the longer-term benefits of being persistent with your brand? You've got to have consistent impressions of yourself out there for the public to see. Research shows it takes eight to 10 impressions of some sort of marketing to actually get a buyer's attention and recognize who you are and have recall ability. You want to continuously have your name out there, particularly in targeted areas. You want to be the agent that owns that area. It works to get yourself top of mind with your past clients as well as new clients. I just really took on the Chattanooga market with this branding. I just think that it's going to have a powerful impact. This is one of those things you've got to be in it for the long haul. You can't go out there in one month and say, "Okay how many transactions did I get?" But this has some power to it, and I'm quite impressed with it. Does this work into your repeat and referral business plan? A home seller generally starts their search on the internet. Even if there are past clients, they don't always usually pick up the phone and call me first. They're out there looking to see what's available or what's sold in their neighborhood if they are a seller. If you're there with a branding product like realtor.com® Local Expert in those searches in their neighborhoods, when they see you they say, "Yeah, that's the guy that sold me my house—that's who we need to call."
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Friday Freebie: Download This Monthly Marketing Kit Sample
It's October, a time when our collective attention turns toward all things frightening. You know what's really scary, though? Losing out on hard-earned referrals and repeat business. It's not your clients' fault, however. Research shows that 85% of sellers and 90% of buyers would refer or use their agent again. The key to ensuring that they actually do is by making sure they remember your name between transactions. How? It's all about providing value. In this week's Friday Freebie, we'll introduce you to a marketing system that helps you do just that in order to stay top of mind, year after year. Download the Referral Maker Marketing Kit, courtesy of Buffini & Company If offering something of value to your database is what captures their attention, then consistency is what helps you keep that attention. Buffini & Company's Referral Maker Marketing Kit helps real estate agents accomplish this by providing an item of value and supporting marketing materials every month. Each month, Buffini & Company sends you a full kit of fresh, new marketing collateral that you can use to demonstrate your expertise, reach out to past clients, and generate more referrals. RE Technology readers can download a free version of the marketing kit today and try it out for themselves. Here's what it includes: A professionally written and designed Item of Value A corresponding cover letter 6 'Pop-By' tags to affix to gifts that you give to your top referring clients as a token of appreciation You can learn more about how to best leverage each element of this kit in this post. The full kit also includes 50 follow-up notecards, an eReport and more. You can learn about that here. Ready to download your FREE marketing materials from Buffini & Company? Get started here!  
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Facebook Makes Changes to Buying Ads for Housing, Credit and Employment
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Friday Freebie: 100 Door Hangers Shipped to You
Afraid your direct mail pieces are being tossed away or drowned out by all the grocery flyers and credit card offers that stuff the average consumer's mailbox? We've got a solution for you--the door hanger! Not only do they inevitably catch consumers' attention as they unlock their front door, but RE Technology readers can see for themselves just how well door hangers can work… for free. Read on to discover how you can claim a free set of door hangers! Get 100 Free Door Hangers, courtesy of ProspectsPLUS! Have an open house to promote? How about a new listing? Whether you're promoting a new listing or event, or targeting seller leads, door hangers can be an effective replacement (or supplement!) to real estate postcards and flyers. If you've never tried door hangers as a lead generation tool (or your current hangers are just meh), there's no time like now to test them out. RE Technology has teamed up with ProspectsPLUS! to offer our readers 100 FREE printed door hangers in the design of your choice. Choose from 65 options that cover all of your promotional needs and niches, including: First-time buyers and renters Expired listings FSBOs Just Listed Just Sold Open house promotions Seller leads: free CMA, free consultation, free equity analysis, etc. Your can customize each door hanger with your own images, contact information, and more… OR you can upload your very own custom design. These door hangers are in full color, and are one-sided. A nominal shipping fee is the only cost to you. Ready to get started? Claim your 100 FREE door hangers (with promo code KNOCK) today!
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Friday Freebie: Downloadable Report for Home Buyers and Sellers
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Friday Freebie: Property Flyer to Download and Print
In honor of back to school season, we're giving you homework this weekend. But don't worry--we promise it'll be fun and that you'll walk away with an upgraded real estate marketing toolkit. Ready? Let's get started! Expand your marketing mix with a free property flyer from ProspectsPLUS! Today's assignment has one purpose: to expand your real estate marketing horizons by upgrading or adding a new lead generation piece to your repertoire. That piece? A property flyer of your choice. We've teamed up with ProspectsPLUS! to offer RE Technology readers a free property flyer (with promo code FREEFLYER) that you can customize, download and print right from your computer. Your homework is to choose a flyer that either upgrades a property flyer that you're currently using, or is a type of flyer that you've never used before. There are multiple designs to choose from, and various flyer types like: Single property flyers Multiple property flyers Multiple property 'Just Listed' flyers 'Just Listed' lead generation letter to neighbors 'Just Sold' lead generation letter to neighbors Once you choose a flyer, you can customize it on the ProspectsPLUS! digital platform. Next, you'll download the flyer as a PDF and either print it at your office or take it to a local print shop. (Homework cheat: Before you get started, read our last Friday Freebie to learn how to get a $25 gift certificate just for creating a free ProspectsPLUS! account.) Use your flyer to create A+ marketing campaigns that target buyers, build your brand awareness, and attract seller leads. Download your free property flyer now! Use promo code FREEFLYER at checkout.
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Market Dominant Yet Still Marketing: One Agent's Secrets to Success
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5 Real Estate Retargeting Tips for Local Marketing
Are you frustrated with the bounce rate of your website? Do you have potential leads visiting, only to never return? You're not alone. On average, more than half of website visitors will leave a website almost instantly after landing on it. This is like a person walking into a clothing store and not being satisfied with the merchandise that is being displayed. Convinced that they won't find what they are looking for, they turn around and head to another store, or in your case, another agent.
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Friday Freebie: $25 Gift Card to ProspectsPLUS.com
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Facebook Ad Campaigns: 5 Common Mistakes You Don't Want to Make
Facebook ads can be a powerful part of a real estate agent's marketing repertoire. Digital ads are attractive for their ability to spur immediate response to your listings or services. Unfortunately, the learning curve for using them is much steeper than it first appears. Some approaches to Facebook ad management seem like intuitive sabotage and can negatively impact your results at the end of the day. When this happens, your ad budget can become pure overhead: You'll either get no website visits or visits only from people who never follow up.
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Everything You Need to Know About Retargeting
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Building Your Brand and Referral Business with Ad Retargeting
Digital advertising and retargeting have become an increasingly popular tool for businesses to ensure they get their product/services in front of the right people at the right time. If you've ever checked out a pair of shoes while online shopping, you may have noticed that ads for those shoes have suddenly started following you to other websites. Lisa Fettner of ReferralExchange recently interviewed Chris Leithe, VP of Sales and Customer Success at Adwerx, to discuss how agents can use retargeting to build their brand and business. Below are tips from Chris on how you can use ad retargeting to boost your brand and reach the homebuyers and sellers you want to work with.
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7 Tips for Using Facebook Ads in Your Real Estate Business
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The Facebook for $1/Day Strategy
Facebook can be frustrating if you're trying to use it to grow your real estate practice and career. Whether it's sharing content, running ads, or getting leads, the Facebook formula isn't always so simple. That's why we reached out to a very special guest instructor, Dennis Yu, from Blitzmetrics. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is the co-author of Facebook Nation – a textbook taught in over 700 colleges and universities! Dennis shared with us his "Facebook for a $1 a Day" strategy. Dennis's Facebook tips and strategies will likely become some of the most powerful advertising methods in your repertoire.
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How to Work Your Way into the Plans of Potential Sellers
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12 Tips for Gaining Client Attention with Google Ads
Google Ads is a proven marketing tool. Real estate agents are using its reach to bring in quality leads that have the potential to become customers. Understanding how to customize this highly targeted advertising approach is key. Use these 12 tips to get the most out of Google Ads.
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4 Tips to Create an Effective Facebook Ad Strategy
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The Key to Real Estate Lead Generation: Custom Landing Pages
Are you searching for ways to boost both your website lead generation and the effectiveness of your online advertising? Custom landing pages, which users "land" on after clicking one of your ads, are one of the biggest keys to lead generation. Landing pages are designed with one goal in mind: to earn the contact information of people who click your advertisements. Of course, to get that contact info you'll often have to offer something in return. Learn how to put landing pages to work for your business with our guide to custom landing pages for your website.
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
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How to Promote Your Business and Brand with Facebooks Ads
At the end of 2018, the National Association of REALTORS reported over 1.3 million members. That's a heck of a lot of competition jockeying for the attention of home sellers and buyers across America. As a time-strapped REALTOR on a tight budget, how do you uncover ways to stand out from the competition in your local area, attract more leads, land more listings, and grow your real estate business? Consider Facebook advertising.
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Choosing the Right Ad Strategy for Your Real Estate Business
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Online Advertising Advice: Why Winter Is Your Time to Shine
You might be reading the headline here and scratching your head, but hear us out: When it comes to maximizing the ROI on your online advertising, now is the moment to get the most bang for your buck. Here's why you need to be running real estate ads right now:
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The Big Secret to Effective Facebook Advertising
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
REALTORS® can now get more advertising bang for their buck, thanks to a new partnership between Adwerx and the National Association of REALTORS®' REALTOR Benefits® Program. Through this partnership, digital advertising platform Adwerx provides NAR members an exclusive 15 percent additional ad impressions at no extra cost. So what's included in this benefit and how can you claim it for yourself? Today, we're going to tell you everything you need to know about how the program works. The Basics: What Is Adwerx? Let's start at the beginning—what is Adwerx and how can it benefit your real estate business? Adwerx is a digital advertising platform that makes it easy for agents and entire brokerages to create, deploy, and manage digital ad campaigns. In just a few minutes, you can set up ads to market your listings or your brand across major websites, social media, and mobile apps. What sets Adwerx apart from other advertising tools is its use of "retargeting" technology. Adwerx identifies likely real estate consumers based on their online behavior—like using a mortgage calculator or browsing listings online. It then serves your ad repeatedly to those consumers, or retargets them, as they surf the web or use mobile apps. If you've ever noticed that an ad seems to "follow" you around the web, you've experienced ad retargeting. Because Adwerx only shows your ads to those most likely to be interested in your services or listing, agents and brokerages save money by not wasting impressions on disengaged audiences. This means your ads have a higher success rate and a healthier ROI. What's Included in This Realtor® Benefit? NAR members receive 15 percent bonus ad impressions on newly purchased and renewed Adwerx campaigns. That means if you purchase 10,000 ad impressions, you'll receive an extra 1,500 impressions, for a total of 11,500. (An 'impression' is each time an ad is served to a consumer, also known as views.) Adwerx offers several different types of ads for real estate, all of which are eligible for the 15 percent bonus: Listing Ads - Advertise your listing to likely home buyers within a specified radius around the property's address. Create a standard listing ad, or a variation like "Just Listed," "Just Sold," or "Price Reduced" to catch consumers' attention. Zip Code Ads - Promote your brand to likely buyers and sellers in the market of your choice. It’s a great supplement to your geographic farming efforts, and an effective way to break into new market areas. Sphere of Influence Ads - Reinforce your brand with those who already know and trust you. Just import your contacts to Adwerx, and they'll target your sphere for you. Recruiting Ads - Are you a broker looking to recruit top agents in your area? Target the top performers of your choice by uploading a database of prospective recruits. How Do I Claim My Bonus Ad Impressions? To activate your additional impressions on new ad campaigns, simply enter your NAR member ID number (NRDS ID) at checkout. For existing campaigns, validate your NRDS number on your existing Adwerx account, and the bonus will automatically apply to all ad campaigns when they renew. And good news! This offer is stackable. That means that if you already use another Adwerx offer or discount from your brokerage or association, you can still use this NAR member benefit in addition to those offers. (The only caveat? Automated brokerage listing ads are not eligible for extra impressions.) Next Steps Want to learn more or need help getting started? These resources can help: Questions and Answers More offers from NAR's REALTOR Benefits® Program Adwerx for Real Estate  
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
Paid advertising is never static, as a direct result of supply and demand. Your cost-per-lead will fluctuate depending on the number of homebuyers relative to the number of advertisers in the market. Seasonality also impacts search traffic! Luckily, there are some patterns you can follow. Here are a few of the top paid advertising trends to stay aware of during the holiday season.
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
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Find Your Next Listing with These Geographic Farming Tactics
Real estate farming is possibly the most proactive position an agent can take to build inventory. The method includes a series of steps that analyze a given neighborhood, ZIP code or market area to determine how many homes are most likely to sell, at what price range, and how long they will be on the market. A good farming strategy involves working through a set of five exercises to determine the area's viability.
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Last-minute Ad Blitz for Open House Nets 200+ Leads
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A New Guide to Facebook Ad Targeting
As the largest social media platform, Facebook offers unique opportunities to connect with potential leads. Unfortunately, due to changes to Facebook's algorithm, companies have been finding it more and more difficult to get organic traffic to their Facebook posts. This means that today, Facebook success is largely dependent on creating a strong advertising strategy, which requires a combination of appealing ads and targeting them to the right groups. This, too, is harder now than it used to be, but it's not undoable. There are still several options you can use to target your ideal audience with Facebook ads.
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A Realtor's Playbook for Creating Facebook Lead Ads
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Farming and Facebook: Getting It Right
The world moves fast, and yesterday's geographic farming just won't cut it in today's real estate market. The competition is too steep -- and too technologically advanced -- to limit yourself to door-knocking and leaving flyers in a neighborhood. The current connected world demands an online approach to complement and work alongside your offline strategies.
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
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Debunked: 4 Myths About Running Facebook Ads
If you haven't tried Facebook ads yet, we get it. It can feel intimidating at first, especially with a lot of myths floating around about how much it costs and what you need to get started. But the fact is, when you're weighing how to advertise your listings and deals, Facebook is a great option. Facebook ads are effective and easy to get running (we promise!). Let's separate truth from fiction. Here are the top four myths about Facebook real estate ads:
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Maximizing Facebook: Boost Your Posts or Post More Ads?
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YouTube Ads: TV Ads for the 21st Century
Anywhere you find content these days, you can be sure someone has figured out a way to offer advertising with it. Facebook has Facebook Ads, Instagram has Instagram Advertising, and YouTube has YouTube Ads. While you and your local competitors are likely already fighting for market share on the first two channels, chances are that your local YouTube audience has a lot of untapped potential.
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5 Ways to Win More Business in a Low Inventory Market
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
The first time I speak with a new client, a common complaint that comes up fro agents is that part of their wanting to change marketing firms is so they can start fresh. That fresh start includes picking an entirely new area to market to. You see, they go on to explain that the farm area they were previously marketing to just wasn't any good. Their logic on this is instead of throwing good money at bad, they would rather just make a clean cut and start over.
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5 Ways to Take Your Advertising from Boring to Amazing
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Facebook Advertising for Real Estate on a Budget
As a real estate agent or broker, Facebook is still the number one place to get in front of your current and past clients as well as new and potential clients. And, having a Facebook Business Page is still one of the best ways to market yourself and generate new business. Nobody knows this more than social media expert Katie Lance. She has 10 power tips for managing and monetizing your social media while controlling costs. We share five of them here, but you should really read all of them! There are a number of ways you can maximize Facebook on a budget. Here are a few of the most important tips and strategies you can implement today.
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Revealing Statistics About the Millennial Homebuyer
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Forget the Refrigerator Magnets and Market With Thumb Drives
Are there any new ideas for real estate marketing? All of the old standby methods are still being used, from pens to refrigerator magnets. Those work fairly well for keeping your name and number out there if they keep them. What about an inexpensive way to put digital content in front of your prospects? Promote a new listing with images or even video. Or, do a presentation of your services. You can even do brief videos of your client testimonials. Using USB thumb drives, all of this is easy.
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How to Create Instagram Ads for Real Estate
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Digital Advertising: Not Just for Banner Ads Anymore
Effective advertising can cement your position in the community and attract buyers and sellers you wouldn't normally be able to reach. It can even turn a small, family-owned business into a household name. But to plan an effective ad strategy, you need to know what ad types are available and how to use them. One of the most popular ways to advertise is online. This is called digital advertising. Learn about different digital ad types below.
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
One of Facebook's advertising features that Realtors are significantly underutilizing is 'Lookalike Audiences.' Properly harnessing lookalike audiences will not only help you spread your brand further, but also give you access to fantastic potential clients you probably would not be able to attract any other way. But first, let's examine the following: What Is A Lookalike Audience?
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Common Facebook Ad Mistakes to Avoid
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Are Digital Ads the New Drip Campaign?
E-mail marketing is a proven, affordable way for real estate agents to earn new and maintain existing relationships. It's not quite as easy as the popular term "drip campaign" suggests it might be, however. Drip campaigns imply that the same message can be left to "drip" into inboxes month after month, sent with the hope that eventually someone either gets annoyed enough to unsubscribe or hopefully, calls to inquire about a listing. In short, the idea that any marketing effort can be run totally hands-free and still pay off represents a rather fundamental misunderstanding of how marketing works. This is why every few months, major consumer brands adjust their message and run new commercials. They test and measure to find out what resonates. Making matters somewhat worse is the growing number of CRMs that automate not just content delivery, but content creative, too. Marketing can indeed be automated and effective. But it can't be left unmonitored, only to eventually drip its way into the SPAM folders of forgotten clients.
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Anatomy of the Perfect Facebook Real Estate Ad
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
Three lessons you can learn from the rebranding efforts of top real estate brands Whether it's Century 21's bold new brand attitude or RE/MAX's refreshed logo and balloon, it's impossible to ignore that real estate is going through a major branding shift. While it's easy to simply shrug and move on as these new logos and brands are switched out (especially if you aren't a C21 or RE/MAX agent), you may want to stand up and take notice. The revised look and feel of a major brand can require years of research and design conversations... and millions of dollars spent on ad agency resources. Here are three lessons you can learn from the "big guys" and leverage in your own branding.
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
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Generate Qualified Leads with Facebook Ad Funnels
Now more than ever, real estate agents are using Facebook ads to regain the social reach they lost to algorithm changes and drive traffic to their landing pages. However, with increased competition, simply running random ads isn't enough anymore. To increase their effectiveness, sophisticated agents are creating sales funnels to weed out the weak, useless leads and find the qualified buyers and sellers.
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Real Estate Marketing (and All Marketing) Requires Patience
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
It can be fun to ask real estate professionals the question, "How much real estate PPC, Pay-Per-Click, advertising do you do?" The answers vary a lot: "None, never tried it, not in my marketing budget." "Tried it, but never got any good leads" "Tried it, spent a lot of money, leads not worth the cost." "I do a little" or "I'm testing it." It's those last two answers that should get your attention. They could very well be a successful professional who is getting high quality leads from PPC, but they don't want to tell you. After all, you're competing with others in your market area with your PPC ads, and that can run up the cost of each click, so why talk about success? The first three answers, whether they know it or not, are often because they've never learned the true value of real estate pay-per-click marketing, they tried it without doing it right, or both. That one successful person isn't going to tell you their secrets, but we can here.
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14 Real Estate Promotion Ideas You Might Not Be Using
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
Ah, the holidays: a time for mirth and merriment, Turner Classic Movies, eggnog, no-longer-ironic bad sweaters, and pre-dawn Walmart riots. Oh, and shopping. Can't forget shopping. It's All Online This year's Black Friday sales produced $5 billion for online retailers in 24 hours, according to Money.cnn.com. That's a new record, and a 16.9% increase from last year. The Verge reported that mobile sales dominated 2017's Cyber Monday deals. Of the $6.59 billion in total online sales, mobile users spent a record $2 billion. These eye-opening figures should get the attention of savvy online real estate marketers. After all, if that many consumers are spending that much time and money online, it's a safe bet a few of them are also home buyers or sellers.
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
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Whose Real Estate Brand Are You Building?
A few statements should help us get on the same page as to how your real estate business and real estate brand will prosper in the future. Almost all real estate practitioners are independent contractors. Even the IRS has recognized their independent contractor status with special tax considerations. Your success and income will depend primarily on your own efforts and ability to generate and close leads and real estate deals. In many cases, the real estate agent will have more money invested in their startup than their broker who may just provide an office space.
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Landing Page Ideas that Win Over Home Buyers
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Understanding the Costs of Social Media Advertising
Accruing annual expenses such as MLS dues, local/state association fees, and license renewals is an expected part of being in the real estate business. In addition to those costs, you showcase your listings on search portals like Homes.com to generate more quality leads. Every dollar you spend on your business is to reach more leads, listings, and clients. Social media is a great way to meet new clients, and its advertising power will continue to rise, so why not create a social media ad budget that will ensure the growth your real estate business? However, before simply spending ad dollars on social media, you need to understand the costs associated with advertising on these platforms.
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How to Compete Now that Marketing Has Gone 'One-to-One'
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Move from Likes to Leads with Facebook Ads
Recently we shared Setting Up Your Facebook Ad: It Starts with Audience to help you better target your next Facebook ad campaign. Today we'll look at how to place your "offer" in front of potential prospects and move from "likes" to leads. What makes these ads unique is that they can be customized to get your offer, such as a newsletter opt-in, a request for free home valuation, or a local market activity report, in front of potential prospects. It's all possible because lead ads come with simple forms that capture a prospect's information within Facebook. The forms will even pre-populate a prospect's information such as name, email or phone number.
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4 Essential Principles for Geographic Farming Success
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Your Real Estate Logo Is Not Your Brand
Whenever we start helping an agent with a real estate marketing plan, we schedule a call to discuss how the plan is laid out, art requirements, handling of databases, etc. This week, I was onboarding a new client and she said something that struck a chord with me. She had sent us a copy of her logo and it was very important to her that we not only had it, but that we understood that there are specific ways in which we are to use it. This is quite a normal occurrence, especially when we are working with larger brokerages. What stuck in my head, however, was how she misunderstood what a logo really is. You see, she referred to her logo as her brand. Now I might be splitting hairs here, and she is a little bit correct, but I think it's important to really drill down to what a brand is.
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Setting Up Your Facebook Ad: It Starts with Audience
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3 Steps to a 360-degree Real Estate Marketing Campaign
While it can be said that the most successful real estate agents are those that work off of their network to get a constant flow of referral business, in reality that takes time. Most agents that can reliably depend on consistent referral business have had many years of practice. They've paid their dues and after relentlessly sticking with it, they are seeing the benefits. If you have not had that much time in the saddle, or you have not been that consistent throughout your career, this method of getting business will not work for you. Yes, you will get some referrals from your past clients and sphere, but it certainly won't be enough to sustain and grow your practice. So what is an agent to do that can't rely only on referral business but wants to get more clients? The answer is simple. Do more marketing. First off, doing more marketing will help your bottom line—but it's important to point out that it will only help you if you have a methodical, thought out marketing plan to roll out in your marketplace. That's why it's critical that you plan your content strategy BEFORE you get started. Second, you'll undoubtedly do at least two to three different types of marketing projects that fall across different media. As a result, you also have to make sure you've crafted your plan so that one type of marketing naturally leads to and leverages the next type of marketing. That way, you can truly have a full, 360-degree campaign.
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Don't Be 'That' Agent! Remember Your Sphere
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
When it comes to farming a local market area, are you doing everything you can to drive in real estate seller leads? Here are five common mistakes real estate agents make when farming. Mistake #1: Agents tend to "stick to what they know"
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The Best Kept Secret in Social Media Advertising
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
The ads and flyers you run to your geographic farm often act as an introduction to you, your brand and your business niche. It's acceptable (and expected) that your Just Listed flyers explain who you are and what you do. But when it comes to marketing to your sphere — the people who know you best — it's important that you work to reinforce your value proposition, not introduce it. Because while a refrigerator magnet with your face and email on it may be a suitable giveaway for 500 people in your farm, it's a weird gift to offer the cousin who bunked with you every summer at Camp Lakota. Your goal, then, is to make Cousin Jim feel more special than anyone in your CRM. Here are three ways you can tweak your marketing to better appeal to your sphere contacts.
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5 Ways to Create a Cool Summer Real Estate Strategy
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Is Your Real Estate Farming Strategy Outdated? 3 Ways to Tell
If your postcard marketing results are declining, it's likely not the marketing vehicle, but how you are going about your campaigns. Here are three tips to make sure your real estate farming practices aren't outdated.
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How to Close More Real Estate Deals with Facebook Messenger
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The Ultimate Guide to Facebook Ads
Real estate professionals have outgrown marketing tactics like advertising on bus benches, billboards, and classifieds, and it's a good thing they have; traditional advertising comes with a hefty price tag. Fortunately, social media has made it possible to advertise your business without emptying your bank account while targeting your audience with 1000 times more accuracy than traditional advertising methods. With over 1.94 billion active monthly users, Facebook can be viewed as the one of the greatest advertising markets available for any business, including real estate. By providing businesses with the means to reach an exponentially larger number of customers with a significantly smaller budget, Facebook has put businesses where they want to be: in the eyes of their target market. We will walk you through setting up a business page and give you tips to rise above Facebook's algorithm to reach more individuals organically. Then we will show you how to create an ad campaign, select a targeted audience, and understand Facebook Insights, so that you can start benefiting from advertising through social media's leading network.
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Why Facebook Ads Work
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Hot Tips for Creating the Best Real Estate Facebook Ad
If you’re among the billions of people on Facebook, you may be aware of how effective Facebook ads can be. In a recent webinar, Leigh Brown, international motivational speaker and author of Outrageous Authenticity, discussed how to use Facebook’s ad system to stand out, target actual buyers and sellers, and create listing opportunities. Watch the full webinar online and check out the Facebook ad tips infographic below!  
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Send Targeted 'Just Listed' and 'Just Sold' Postcards (without using predictive analytics)
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How to Pick the Right Size Real Estate Farm Area
One of the most common questions we get asked by Realtors® looking to start a geographic farm area is how to pick the right size area. Believe it or not, it’s a little trickier than you think. This short video breaks it down:
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Target your closest contacts! Create a custom audience for your Facebook ads
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I’ve Got This List of Homeowners that Responded to My Marketing. Now What?
One of my favorite phone calls to get from Realtors® is when they tell us that they are getting a bunch of responses to the capture marketing campaigns we are doing for them in their farm area, or the Facebook digital farming campaigns we're executing. One of the least favorite things I hear from our clients is when they ask us, “Okay, so I have these responses from homeowners. Now what do I do?” So for those of you that are stuck in this same conundrum, today I'll share two easy ways you can follow up with people that are responding to your postcard farming or Facebook digital marketing campaigns to help cultivate the lead and turn them from prospective lead into actual client.
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3 Ways Your Real Estate Postcard Farming Content Can Live Beyond The Postcard Itself
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Why You Need a Real Estate Landing Page for Your Digital Ads
Thinking of digital ads? You need a real estate landing page. Here's why. No online advertising campaign is complete without a place for interested home buyers and sellers to end up after they click-through. The most effective solution is a real estate landing page, the goal of which is to expand on the promises made in the initial ad and entice a reader to provide contact information. Naturally, this widens the scope of any online ad campaign. While you will get some results by pushing inbound leads directly to your home page, the risk is that you're moving the relationship along too quickly. There's a reason why The Bachelor waits four weeks into their reality dating "journey" to take a smitten bride-to-be home to the parents. Think of it this way: your home page is for everyone, whereas a landing page is for those who cared enough to click on your ad. Exclusivity sells, after all, and here are some ways to leverage that concept using real estate landing pages. The key to real estate landing pages: keep it simple Assuming you're working with an advertising partner that uses retargeting to deliver ads on multiple websites (Adwerx is one such example), research suggests you'll earn a click-through after at least three impressions.
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Write the Best Real Estate Headlines (with help from a master copywriter)
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Make the Most of Your Open House with Facebook: 3 Campaigns to Fill Your Event and Promote Your Brand
How does Garry Wise, luxury broker and The Paperless Agent co-founder, set himself apart from other agents in his area? One of his "industry secrets": by holding open houses. (Did you just groan when you read that?) "Seriously, who does open houses anymore, guys?" Garry does, for one, and it's a strategy that has been paying back dividends. In fact, Garry or his partner hosts an open house the first weekend they go to market with every single listing (there is a caveat to the "every listing," though, but we'll get to that a little later). The reasoning behind holding an open house (at least for Garry and his GoodLife Luxury team) is strategic—they have refined the "average" open house into a business generating tool. Garry uses a full strategy around the open house and executes it every time. He and his team know exactly what to say to get the results they want from potential buyers attending the event. In this article, we'll look at how you can use open house events as a business development tool, and three ways that you can use Facebook to market that vitally-important property event.
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How to Create Facebook Carousel Ads and Get Better Results
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Real Estate Advertising Ideas to Steal from Madison Avenue
Big budget ad campaign ideas for real estate agents The five-season AMC series Mad Men provided viewers with a fascinating look at the world of big-brand advertising and we thought those ideas could help with real estate advertising. And while it certainly amped up the dramatized fiction, there was a lot of truth in what the show depicted. Namely, that advertising is often correctly characterized as a haven for strategic, creatively-minded executives. They spend as much time generating ideas on how to beat their competitors as they do building brands for their customers. There's big money in imagination, and the natives of Madison Avenue are always ready to prove it. Since most real estate agents can't afford to leverage the same minds that are trusted with $3 million Super Bowl spots, Adwerx took a look at some of the most effective ad campaigns of the last year to examine how our customers may be able to capture a little of that "Mad Men" magic when using our digital real estate advertising products. You Can Still Hear Me Now Sprint was praised by the industry for capturing ex-Verizon pitchman, "Paul," who made "Can you hear me now?" into the universal mantra for determining the reach of our mobile networks.
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Go-to Market Plan: How to Make a Better Promise to Sellers and Win More Listings
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Don't Be a Greedy Realtor
A question we hear all time is how much information is too much information to give a potential client without asking them for some information in return? It's a valid question to ask. After all, you don't want to give a prospect everything, or why would they call you? Think of your 'just listed' ads, for example. If you put "Price Upon Request," that will get them to reach out to you and ask how much the listing is, right? Well, yes and no. First of all, of course there are some things that you just shouldn't offer to prospects without making them at least give you a bare minimum level of "skin in the game." Take your listing or pre-listing presentations, for instance. That is something that you certainly don't want floating around on the Internet. Not because potential sellers shouldn't see it, but because you don't want the competition in your marketplace to have your entire playbook. That said, in almost every conversation I've ever had with a Realtor®, most of what they wish to protect needs no protection at all—their content. Trust me, I get it. Developing great original content takes time and time is money. I've personally written nearly 300 articles on this blog alone. That represents nearly an entire month of my life. The thing of it, though, is that I didn't start writing these articles with the expectation that people were going to have to "pay to play." I wrote them with the expectation that people would enjoy the content, learn something from it, read more, and eventually contact us to discuss having us take over their marketing needs. If you are a Realtor that has created tons of content, or has tons of valuable information, you need to look at your arsenal of information in the exact same way. I know it takes time to craft, develop and collect that type of info, but it is more valuable for you to offer it to people—with no expectation of anything in return—than you can possibly imagine.
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Facebook Funnels for Real Estate: A Practical Example
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Money Doesn't Grow on Trees. It Grows in Geographic Farms.
There are dozens of ways to generate leads for your business. One very effective method is geographic farming, a long-term lead generation strategy in which you focus primarily on a specific market or area from which you will solicit most of your business. Once you've established your brand identity and built relationships with those in your chosen community, the benefits of this approach are tremendous. Instead of weaving your way back and forth across your city each day on showings and listing appointments, you can simply hop over a few streets to your next client, cutting down on commute time and travel costs while also freeing up time for other lead generating and lead converting activities. Step 1: Choose Your Farm Factors such as turnover rate, physical location, and your familiarity with the area can have a powerful impact on your geographic farm's success. Take each of these factors into account while setting up your geographic farm. Look for a territory where the annual turnover is at least 6 percent. Sure, you could pick the neighborhood you live in or the one packed with million dollar homes, but if those neighborhoods have low turnover rates, you may not get the consistent, dependable business your company needs to grow.
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The Best in Real Estate Branding
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How to Write 'Benefits' Ads to Attract More Buyers
You know it. I know it. Everyone knows it—you're supposed to sell the "benefits" of your listings, not the "features." But that's easier said than done. Anyone can slap together a description for the "4 bed, 2.5 bath home for sale with huge deck and great view." It takes a bit more effort to describe the listing in a way that resonates with a potential buyer by recommending that they "Abandon busy city-living and envision yourself basking on your generously sized deck, enjoying a view most people can only dream of! Make the 'possibilities' realities with this spacious 4 bed, 2.5 bath home!" If you want your ads to show this liveliness and passion, read on to discover how you can transform them! Eye Catching Headline The first thing a homebuyer looks at is your listing photo (which your professional photographer is taking care of, right?), but the second is your headline. Whether you're sending your listing out in an email, printing a flyer, or posting it to Craigslist, your listing's headline is what will determine if buyers click or move on. If you go to the real estate section of Craigslist, it's easy to get an idea of what other agents in your area are doing—so you can do something else. Example: If you see a lot of "3 Bed, 2 Bath home" or "2400 sq ft. home on 5 acres," try something like: Million-dollar view for just $250K! Need more space? We've got you covered! Your suburban oasis awaits! Ditch the noisy neighbors! Centrally located! Be anywhere in 10 minutes!
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Facebook for Sellers: Concrete Ideas for Closings Using Facebook's Ad Manager
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Facebook Advertising and Seller Lead Generation
Tuesday, March 14, 2017 at 10:00 AM PDT You will learn how to use the tools in Listings-to-Leads to: How to market listings on Facebook for buyer and seller leads. How to advertise on Facebook for Seller Leads. Other tips on using social media, email, blogs and more to generate seller leads. Register now!
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Why You Need Funnels With Your Facebook Advertising
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Defining the Campaign Objective of Your Facebook Ads
Facebook and Instagram have become an integrated part of everyone's daily lives: active social media users spend an average of 118 minutes daily on social platforms just scrolling through their newsfeeds. This is great news for any business advertising on Facebook because the chances to capture and engage with your target audience are greatly increased. Furthermore, audience targeting capabilities for ad users, including real estate professionals, make Facebook Ads exactly the type of advertising you need to implement in 2017 in order to grow your business. When creating ads for a Facebook business page, you have to go through a simple three step process to structure your marketing campaign. Step 1: Select the objective of your 'campaign' section. The objective should match the outcome you want your audience to take after viewing your ad. Step 2: Control your audience and schedule your ads in the 'ad set' section. Step 3: Upload photos, videos, text, links, and select placements for the advertisements in the 'ad' section. We will explain the 'ad set' and 'ad' sections in further detail in the following articles of the series. Step 1: Campaign First: On the top toolbar of your Facebook profile, you will find a drop menu resembling an arrow. Click on it, then locate the 'Create Ads' button. This will take you to the Ads Create Tool where you will create your campaigns and go through the 3-step process mentioned above.
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CFPB Fines Real Estate Company: Do Agents Need to Worry?
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Facebook Ads for Real Estate, Part 1: Creating a Business Page
Real estate professionals have outgrown marketing tactics like advertising on bus benches, billboards, and classifieds, and it's a good thing they have: traditional advertising comes with a hefty price tag. Fortunately, social media has made it possible to advertise your business without emptying your bank account while targeting your audience with 1000 times more accuracy than traditional advertising methods. With over 1.79 billion active monthly users, Facebook can be viewed as the one of the greatest advertising markets available for any business, including real estate. In this 4-part series, we will walk you through setting up a business page, creating an ad campaign, selecting a targeted audience, and understanding Facebook Insights so that you can finally start benefiting from advertising through social media's leading competitor. You may already have a personal Facebook profile you use to advertise your business and listings. If so, your advertising capabilities are limited. To advertise on Facebook, you need to create a Business Page. Here is a simple 3-step guide to help you create your Facebook Business Page. Step 1: Login to your Facebook account and click the drop menu on the top right. Click "create page."
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Landing Pages 101: Tips and Tools for Getting Set Up Fast
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3 Ways to Improve Your Facebook Real Estate Ads (and Increase Results)
Any marketing platform requires some "time in the saddle" and getting used to in order to squeeze out the maximum results. Because your job is selling real estate, and not becoming a "Master of Everything Marketing," it stands to reason that you might feel that Facebook is either a poor source of quality leads, or perhaps a total waste of time altogether. These are conversations we have with clients and prospective clients that are seeking help with Facebook advertising all the time. The reality of the situation is that in just about every case we come across, it isn't the Facebook advertising platform that is falling short of expectations. It's not utilizing the platform properly that is causing these agents to see results that are less than what they are looking for. With that in mind, today I wanted to share with you three common things we find Realtors® are not doing correctly with their Facebook ad campaigns—and how to fix them: 1. Make Sure You Are Targeting the Right Group This one is an obvious one, correct? One might think so, in the beginning—but what we've found is that all too often, Realtors® are incorrectly targeting their core demographic. Here are some basic things we see go wrong: They are running an ad to get seller leads, but forget to specify that they want only to target people that own homes They are too narrow in their scope of who they want to market to, making it nearly impossible for them to get a decent enough group of prospects on their sites, and convert leads to clients They think that it is better to go after everyone instead of picking a demographic, thus watering down the effect their ad will have on people that see it.
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